HLA, a leading Chinese apparel brand, and adidas, the global sportswear giant, officially announced the launch of their “Sports+” ecosystem at the Hailan Pegasus Sports Park in Jiangyin, Jiangsu Province on December 28. The strategic collaboration marks a deepening of their partnership beyond traditional business ties, following over two years of successful cooperation.
Partnership Evolution
The alliance between HLA and adidas traces back to 2023, when HLA entered a long-term cooperation with adidas through its controlled subsidiary, Sports. Sports takes charge of all product procurement for adidas FCC stores, holding the rights to product assortment, local marketing, and pricing within adidas-approved parameters. These stores focus on offering affordable, high-value products tailored to local consumer needs, with Sports also developing exclusive items for the line alongside handling daily operations, store location selection, and management.
“Adidas is vastly different from what it was two or three years ago,” noted Zhou Lichen, Chairman of Hailan Group, at the launch event. “From initial exploration two years ago, we now operate hundreds of adidas FCC stores across the country.” He emphasized that adidas has truly embraced the concept of “Loving China, Being in China, For China,” while HLA has become a key partner in its local development. The two brands have grown together, adapting to changes and challenges in the Chinese market while contributing to the development of China’s sports industry.
Ecosystem Core & Principles
Built on their existing cooperation, the “Sports+” ecosystem is anchored in the core value of sports, adhering to the principles of openness, complementarity, and sustainability. The collaboration spans multiple dimensions including event operations, co-creation of products, public welfare initiatives, and cultural communication.
“Sports possess the power to unlock potential and unite people—it not only shapes healthy bodies but also fosters a positive lifestyle,” said Shen Hui, Senior Vice President of adidas Greater China’s Offline Channel Business. “This belief drives our partnership with HLA to explore the innovative integration of sports and fashion, as well as international perspectives with Chinese practices.”
Running-Focused Event Collaboration
Running has emerged as one of China’s fastest-growing sports with the largest participant base in recent years. According to the “Research Report on the Development Trends and Characteristics of China’s Road Running Consumption and Event Economy” released by the General Administration of Sport of China, the total annual consumption of participants in events certified by the Chinese Athletics Association reached 16.8 billion yuan in 2024, a 26% increase from 2023. Sports equipment manufacturing serves as the cornerstone of the road running economy, with clothing, footwear, and wearable professional gear accounting for nearly 60% of runners’ direct consumption expenditure. Adidas also cited running shoes as the biggest growth driver in its footwear revenue in the Chinese market.
HLA’s layout in the running sector has been long-standing, with Chairman Zhou Lichen being an avid runner himself. In 2025, HLA launched the running community “Lanpao Research Institute” to provide a platform for runners to exchange ideas and gain comprehensive support. As a key implementation measure of the “Sports+” ecosystem, HLA and adidas will systematically upgrade the “Lanpao Research Institute.” The two brands will deepen cooperation in mass events such as road running and trail running, developing more diverse event formats and collaboration models. Beyond its own IP events, HLA has sponsored renowned domestic marathons including the Wuxi Marathon, Jiangyin Half Marathon, and Taihu Lake Half Marathon for many years.
Diversified Sports Sector Investment
HLA’s sports-related investments extend beyond running. The brand has sponsored a range of significant events including the Jiangsu Provincial Urban Football League, Chinese Men’s Basketball Warm-up Matches, and Jiangyin Village BA. In the field of sports and cultural venues, HLA has built public comprehensive sports and leisure landmarks in Jiangyin, such as cultural and sports centers, Hailan Pegasus Sports Park, and Hailan Pegasus Leisure Park.
Industry observers note that China’s sports industry has shown a “popularization” trend in 2024, driven by the rise of events like Village BA and provincial leagues. HLA has been actively supporting the development of “national sports” through practical actions across multiple sports categories.
Product Co-Creation & Cultural Integration
“HLA is no longer just a men’s apparel brand—we have evolved into a comprehensive brand covering men’s, women’s, and children’s clothing,” Zhou Lichen stated, expressing aspirations to elevate the partnership with adidas to new heights. Looking ahead, the two brands plan to open more adidas FCC stores, bringing high-quality sportswear that combines advanced technology and fashionable design to more consumers, laying a solid foundation for “national sports.”
At the latest launch event, HLA and adidas also unveiled a co-branded commemorative sweatshirt themed around the Chinese Lunar Year of the Horse. Integrating Eastern aesthetics with sports DNA, the product features the energetic “horse” as its core motif, embodying the cultural spirit of “vigor and vitality” through modern design language and conveying auspicious wishes for progress and success in the new year. The co-branded sweatshirt is now available at selected stores of HLA and adidas, as well as on HLA’s official JD flagship store and JD Sports, representing not only a product collaboration but also a fashionable expression of cultural confidence and sports vitality.
Social Responsibility Commitment
As a listed company and an international enterprise, HLA and adidas have extended their cooperation beyond business to social responsibility initiatives. At the event, the two brands announced plans to integrate resources to support sports development among children in remote areas, starting with practical actions such as donating basketballs and organizing sports public welfare classes. They will also upgrade HLA’s long-standing public welfare IP “One More Gram of Warmth.” With the joint efforts of HLA and adidas, the “Sports+” ecosystem is poised to build a more professional sports environment and a more dynamic business landscape for Chinese consumers.
